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Virtual reality shopping will give 'tailored' experiences

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WIRED Retail is our annual exploration of the ever-changing world of commerce, featuring leading technologists, entrepreneurs and creatives innovating in sectors as diverse as robotics, virtual reality and the future of home delivery. For all our coverage from the event, head over to our WIRED Retail hub.

Virtual reality will enable, customised, shopping experiences for everyone, according to Henry Stuart from VR production company Visualise.

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Stuart told the audience at WIRED Retail that customers would be able to see customised VR shops and product ranges, try items on and shop socially all while wearing a VR headset. "Shopping will be tailored in VR," he said. "It will only show stuff that's relevant to you, and you will be able to pick things up in the virtual world and feel them, as well as playing with them, before you start to buy them."

Visualise has worked with travel agent Thomas Cook to produce VR holiday demonstrations where people can virtually visit destinations. The company has also created 30 VR experiences in recent years and has filmed concerts in VR and events such as the Royal Wedding.

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Stuart said VR will continue to grow and "allow you to explore a space" as peripherals such as handheld devices and better location tracking means the technology will become more useful. Oculus, for example, is set to introduce handheld controllers to make moving in virtual worlds easier.

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A large part of retail in VR will be shopping socially. Stuart said it will be possible to have full-body scans and then meet friends online where clothes will be tried on, all without leaving the house.

And shops are already using VR and augmented reality to promote and sell their products. In the last week Microsoft and Volvo teamed up to create a VR car showroom, which doesn't have any cars.

But Stuart said there's still a long way to go. "At the moment I think we're only experimenting with it."